- Users value convenience and speed in their shopping experience, with a strong preference for a streamlined UI and fast deliveries.
- Cashless transactions are increasingly preferred, highlighting the need for secure and user-friendly payment options.
- Competitor apps have strengths in certain areas, but none offer a comprehensive solution addressing all identified user pain points.
- The market trend favours online grocery shopping, indicating significant growth potential for Chotcut.
- Conversion rate data showed room for improvement in converting app visits into orders
Fast, Convenient Shopping Experience For Everyone
Highlights
Client
Chotcut
Website
None
Platform
Website and Mobile App
Role
Lead Designer, UX Researcher & Brand Designer
Skills & Methods
Research, User Interviews, UX/UI Design, Prototypes & A/B Tests, Usability Tests
Tools
Figma, Adobe Suite, Zoom and Maze
The Problem
The project aims to address several critical issues. Firstly, there is a challenge in providing users with a seamless experience when ordering daily essentials from nearby supermarkets. This difficulty hampers the adoption of cashless transactions and leaves customers dissatisfied with delivery times that frequently exceed the promised 60-minute window. Furthermore, users encounter obstacles when searching for products based on categories or specific stores, hindering the platform's utility. These problems not only impact user satisfaction but also restrict the reach of supermarkets to a broader market. Additionally, the referral system is not sufficiently incentivizing users, affecting the platform's growth potential.
1.2x /month
Average Order Frequency
12%
Delivery Time Adherence
25%
Product Search Usability
15%
Supermarket Reach Expansion
5%
Referral Program Effectiveness:
30%
Cashless Transaction Percentage
The Solutions
Our solution centers on user experience enhancements and problem resolution. We will redesign the user interface, simplifying category and store searches. A robust recommendation system will facilitate a smoother user journey. To ensure prompt deliveries within the 60-minute window, we'll optimize logistics using route optimization algorithms and collaborate with local supermarkets for support. This strategy aligns with our goal of expanding the platform's market reach. To boost cashless transactions, we'll incentivize users with discounts and cashback offers. We'll also revamp the referral program to drive user growth. Key metrics, including order fulfillment rate, conversion rate, user retention rate, average payment time, customer complaints, referral rate, market expansion rate, and cashless transaction percentage, will guide our efforts and enable data-driven platform refinement, aligning with user and business objectives.
Defining The Problem
We are designing for a diverse set of users, including introverts, time-starved professionals, students, diaspora adults, comfort seekers, SMB procurement, and those averse to traditional shopping. Our challenge lies in delivering a seamless, 60-minute delivery experience, simplifying category and store searches, encouraging cashless transactions, and optimizing the referral system.
Opportunity
The opportunity lies in addressing these challenges comprehensively to create a user-centric, efficient platform. By streamlining order fulfillment, enhancing search functionalities, and promoting cashless payments, we aim to improve user satisfaction and supermarket market reach. An optimized referral program can stimulate user growth and engagement.
Hypothesis
We hypothesize that by redesigning the user interface for easier navigation, implementing a recommendation system, and optimizing logistics for timely deliveries, we can boost user retention and satisfaction. Offering incentives for cashless transactions and revamping the referral program will likely increase engagement and drive platform growth, ultimately realizing our project goals.
Research
In the research phase, we conducted extensive user surveys, usability testing, competitor analysis, and market research to gather valuable insights into user pain points and preferences, as well as to understand the competitive landscape.
Key Insight form the research
Who are we designing for
We are designing for a diverse user base, including introverts, time-strapped professionals, students, diaspora adults, comfort seekers, SMB procurement teams, and individuals who prefer to avoid traditional in-store shopping. Our goal is to create a universally accessible and user-centric platform that caters to the specific needs and preferences of each of these user groups.
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Core Task Flow
The core task flow begins with user onboarding, where users set up their profiles and preferences. Once onboarded, users are directed to the home screen, where they can access features such as "Closest to You," "Latest Arrivals," "Buy Again," categories, and search. Additionally, users can navigate to their basket, view favorites, and access their profile through the respective icons for a seamless and personalized experience.
Ideation
In the ideation section, we present the wireframes for the Chotcut app's mobile app, illustrating the visual layout and information hierarchy. These wireframes embody our design concepts and serve as the foundation for the user interface, ensuring a user-centric and efficient dashboard design.
Wireframing
The Final Solution
In the final design section, we showcase the fully-realized mobile app screens and landing page mock-ups. These designs reflect the culmination of our user-centric approach, featuring polished visuals, intuitive interactions, and a seamless blend of aesthetics and functionality to create a compelling user experience.
Home screen
The home page design prominently displays nearby stores, featuring an intuitive navigation bar, a user-friendly menu, and a convenient "Buy Again" section, ensuring quick access to essential features.
Search and Order
This page illustrates a seamless search, order placement, and checkout process, simplifying user interactions for efficient shopping.
Menu
The menu page empowers users to effortlessly explore nearby stores, invite friends, discover Chot Smooth, access recipes, and efficiently manage their orders, wallet, favorites, and notifications, enhancing overall convenience.
Profile
The profile page provides users with a personalized hub, where they can easily personalize their account, edit addresses, manage payment methods, and access various user-specific settings for a tailored experience.
Landing Page
The landing page for Chotcut combines visually engaging design with clear call-to-action elements to welcome and onboard new users, inviting them to explore the platform and begin their seamless shopping journey.
Success Metrics
In the Success Metrics section, we establish the key performance indicators (KPIs) that will guide the evaluation of our design's impact. These metrics include Order Fulfillment Rate, Conversion Rate, User Retention Rate, Average Payment Time, and Customer Satisfaction Scores. These quantitative measurements will allow us to track and assess the success of our design in enhancing the user experience, optimizing platform performance, and achieving the project goals while ensuring that user needs remain at the forefront of our design decisions.
20%
Increased the conversion rate from app visits to orders by 20%
70%
Maintained a steady user retention rate of 70%
3min
Reduced the average payment time to 3 minutes
30%
The revamped referral program resulted in a 30% increase in user referrals
Conclusion and
Takeaway
In conclusion, our design approach for Chotcut has addressed the critical challenges of delivering a seamless shopping experience to a diverse user base. We have successfully optimized the user interface, streamlined order fulfillment, and promoted cashless transactions to meet the project goals.
Key Takeaways
Our design journey with Chotcut underscores the significance of combining user-centric principles with data-driven decision-making to create a mobile app that not only addresses specific user challenges but also contributes to the growth and success of the platform.
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